Two sales veterans share views on how to succeed
David Perry, Bedding Editor -- Furniture Today, June 12, 2006
This month, we take a break from our regular format to share some recent letters from retail bedding sales associates. We've received a number of letters and e-mails since our new Mattress Retailing 101 feature was launched in February. To encourage more of you to write in and share your views with us, we introduce you this week to Ray Notarian and Sharon Bennett.
Notarian, who works for The Original Mattress Factory in Medina, Ohio, is not your typical retail sales associate. He retired as a police officer at age 58 in 2001, and "wanted to do something other than put my feet on an ottoman with a TV remote in one hand." Looking for a sales position, he was "very fortunate" to learn about The Original Mattress Factory, which he describes as a "phenomenal" operation.
Here's what Notarian wrote on the subject of his inner drives:
"First, and most important in my view for any employed person, is that having the attitude that you work for someone else is a mistake. Yes, the company's facility, the company's products, the company's business philosophy and the company's signed paycheck are all factors. But when you walk in the door in the morning, the mindset should be: we, us and ours. I am going to represent what I'm doing like I own it. I believe that attitude exudes pride, self-confidence and enthusiasm. The customer can sense it as well as your fellow employees.
"Also, it is important to love what you are doing, who you are doing it for, why you are doing it, where you are and where you are going. Self-evaluation is paramount. The supreme self-analysis question one should ask while looking in the mirror is: Am I happy? If the answer you get from the person in the mirror is no (regardless of paycheck, class, status, rank, etc.) find something else to do. Unhappy employees are wasting their lives and the attitude spills over to important areas like family and friends."
Notarian also shared his mattress selling philosophy. After he tells his customer about his company, he explains that an excellent way to approach mattress buying is to be aware of three words beginning with the letter "C":
"Comfort. This is absolutely vital. Find a mattress that you feel comfortable laying on. Does it fit your sleep position?
"Construction. Mattresses are cosmetic (they all look good from the outside). Let's address construction. The type of steel, the type of padding, the type of box spring and the features and benefits are the nuts and bolts of making the buying decision for the customer.
"Cost. What does the comfort level cost in proportion to the construction features? This is the value quotient."
Notarian commented that, as a factory direct, Original Mattress can sell for hundreds of dollars less than the national brands.
